Research On The City Brand Of Nanchang Red Sports

With the accelerated development of China’s urbanization and increasingly fierce competition in cities,sports have gradually developed into an important factor in measuring the comprehensive strength of cities,providing new ideas for urban development and transformation.From a "historical and cultural city" to a "revolutionary hero city",Nanchang is striving to make red sports more Chinese and urban in its development.The article adopts literature,expert interview,questionnaire survey and field survey methods to study the concept,characteristics and evolution of Nanchang red sports city brand,summarize the practice of Nanchang red sports city brand from "people-events-objects",and innovatively use the "triangle positioning" model,analyze the basis of Nanchang red sports city brand positioning,and determine the logical starting point of the article.Secondly,combining with the existing practical experience,the article focuses on the renewal and development of red sports culture,constructs the "red sports city brand index system",and summarizes the research results with the help of mathematical statistics,logical analysis and historical analysis,taking Nanchang as the actual case,so as to provide a forward-looking mechanism for the sustainable development of Nanchang city.The research results are summarized and compiled with the help of mathematical and statistical analysis,logical analysis,and historical analysis to provide forward-looking ideas for the long-term mechanism of sustainable development of Nanchang.In the process of Nanchang city modernization,the Red Sports City Brand,based on its own reality and calling of the times,provides a new choice for Nanchang city modernization with its head,integrating the spirit of Red Sports into the city brand concept,comprehensively interpreting the significant role of Red Sports for the modernization and sustainability of the city,and highly fitting the mission and advancement requirements of Red Sports of the times.Results:(1)The study uses the hierarchical analysis method for weighting analysis and adopts a combination of quantitative and qualitative research to quantify the indicators and construct a complete red sports city brand indicator system,which mainly includes four primary indicators,11 secondary indicators and 43 tertiary indicators at the city concept level,city visual level,city system level and city behavior level.(2)In terms of indicator weights,the city concept level has the highest weight of 0.4333,followed by the city system level of 0.2281,the city vision level of0.1956,and the city behavior level of 0.1431.(3)In the empirical analysis,through one-to-one questionnaire distribution to Nanchang citizens and collection of data and information on the development of Nanchang Red Sports City Brand,the overall evaluation of Nanchang Red Sports City Brand was conducted,and the results showed that: the overall degree of realization of Nanchang Red Sports City Brand was 79.77%,the degree of realization at the city concept level was 81.42%;the degree of realization at the city visual level was 86.30%;the degree of realization at the city The degree of realization at the institutional level is 69.92%;the degree of realization at the urban behavior level is 81.97%.(4)Combined with the index system,the study also analyzed the red sports city brand identification strategy of Nanchang,namely,the city concept level with the publicity concept of "the heroic city under the sky,red sports capital",with the city visual level with the city logo of "red sports capital",with "resource integration" and "rule selection" as the characteristics of the establishment of institutional identification,with "government-market-society-citizen" multiple subjects to effectively stimulate the city behavior identification vitality.